Land Rover appoints Ashfield for Rugby World Cup programmes

Land Rover, an official worldwide partner of the Rugby World Cup, has appointed Ashfield to organise programmes for 550 of its stakeholders throughout the tournament.

Ashfield will organise more than 25 extended programmes for groups of Land Rover stakeholders
Ashfield will organise more than 25 extended programmes for groups of Land Rover stakeholders

Ashfield will organise more than 25 extended programmes for groups of various Land Rover stakeholders during the tournament, which runs from 18 September to 31 October. The groups will fly in from various countries and major rugby hubs of the world, including Italy, France, Australia and South Africa.

Each group will take part in activities that offer a ‘true taste of Britain’, while at the same time immersing them in the Land Rover brand. They also will visit key experience centres and factories during the programmes, which will take place in eight locations across the UK, from Brighton up to Scotland. The programmes will last between one and ten days surrounding the various matches in the Rugby World Cup tournament.

Ashfield Meetings & Events will be responsible for venue sourcing, event management logistics, activities, dinners and transport for the extended programmes. The agency will also coordinate delegate registration and management of over 5,000 Land Rover guests through a dedicated portal.

Ashfield has a dedicated ‘Jaguar Land Rover Global Events Team’ consisting of 16 employees. The team will provide venue-finding services, logistical support and delegate management across a variety of event types in addition to coordinating activities at Jaguar Land Rover sites. In the last 12 months the team managed over 100 events ranging from 10 to 2,500 attendees.  

Nicola Burns, global managing director of Ashfield Meetings & Events, said: "We are really excited to be delivering Land Rover experiences at such a significant event in the worldwide sporting calendar. The brand alignment is evident and the team have been working incredibly hard to ensure it will be an immersive and unforgettable experience for all Land Rover stakeholders.

"With so many bespoke programmes taking place throughout the tournament it will be a huge undertaking for the team to coordinate the guest experiences, logistics, registration and delegate communication."

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